In today’s competitive market, many florists are finding it challenging to keep their businesses thriving. It’s easy to get caught up in the pursuit of attracting new customers, but one of the most crucial aspects of long-term success lies in retaining your current and former clients. These are the people who already see the value in what you offer—they’ve bought from you before, and with the right approach, they’ll keep coming back.
Implementing a few key strategies can lead to a significant increase in sales, enhance customer loyalty, and elevate your brand’s position.
Here’s how you can retain your existing customers and ensure long-term success in the floristry industry:
Maintaining regular communication with your customers is essential. This could be through phone calls, emails, newsletters, or even in-person interactions. The key is to keep your business at the forefront of their minds.
Example: Set up a monthly newsletter with floral tips, seasonal arrangements, or even behind-the-scenes looks at your creative process. Highlight special offers exclusively for newsletter subscribers. A florist in New York saw a 30% increase in repeat business simply by sending personalized emails with birthday or anniversary reminders and offering a small discount on those occasions.
Don’t underestimate the power of personal touches. Even if a past customer doesn’t make another purchase immediately, staying connected can lead to valuable referrals. Imagine a bride who loved your service recommending you to her friends and family, or a corporate client calling you back for their next big event just because they received a friendly “thinking of you” note.
Following up with customers after a purchase shows them that you genuinely care about their satisfaction. Make it easy for them to reach out with any questions or concerns, and resolve any issues promptly and professionally.
Example: Consider implementing a simple follow-up system. After a wedding, send a personalized thank-you card or even a small bouquet to the couple. This gesture often led to referrals for other events, such as baby showers and anniversaries, from the same couple or their friends and family.
For online orders, ensure the recipient can easily contact you if there are any issues. A small gesture, like a “satisfaction guaranteed” note included with the delivery, can make a world of difference. One florist reported that by simply adding a handwritten “Thank you” note to each delivery, they saw a 15% increase in repeat orders.
Show your appreciation for returning customers by offering them the best deals and guarantees available. Create a loyalty program or provide preferred pricing options that encourage them to keep coming back.
Example: Instead of the traditional “Buy A Dozen / Get A Half Dozen Free” deal, design a rewards program that incentivizes larger purchases. For instance, offer a tiered discount based on the total amount spent – create a program where customers earn points for every dollar spent, which could then be redeemed for exclusive floral arrangements or event services. This not only helps to increase sales but also encourages customers to choose higher-margin products.
When crafting your offers, think strategically. You don’t want to encourage your customers to only purchase the cheapest items. Instead, create rewards that make higher-value purchases more appealing. This approach ensures that your business benefits from both increased sales and improved customer loyalty.
In the floral industry, trust is everything. Customers need to feel confident that what they order is exactly what they’ll receive. Upholding integrity in all your business interactions is key to building this trust.
Idea to use! Make it a practice to send customers a photo of the final arrangement before they are delivered. This transparency will reassure customers that what they saw was what they are getting, which could lead to glowing reviews and a steady stream of repeat business.
Another way to build trust is by ensuring consistency in the quality of your products and services. If your customers know they can rely on you to deliver beautiful, fresh flowers every time, they’ll be more likely to return and recommend you to others. Upholding your promises, whether it’s about delivery times or the quality of the arrangement, goes a long way in solidifying your reputation.
As Jay Abraham wisely said, “Your best prospects are your existing customers.” If you’ve been putting all your marketing efforts into acquiring new customers, it’s time to shift some of that focus back to the customers you already have. By reselling, upselling, and cross-selling to your current customer base through consistent communication, special offers, and outstanding service, you can foster loyalty and encourage repeat business.
In the floral industry, where personal connections and trust are vital, don’t overlook the importance of nurturing the relationships you’ve already built.
By focusing on customer retention, you can ensure that your business continues to grow and thrive, even in challenging times.